FRHI, Hilton Launch New Midscale Brands

FRHI Hotels & Resorts and Hilton Worldwide have announced the addition of new brands to their respective portfolios. The latest launches amid an ongoing trend by international and regional hospitality chains, Neqta Hotels and Tru by Hilton both target the midscale market, but differ in their geographical focus.


Neqta Hotels – Betting on China

Partnering China’s Jiangsu Golden Land Group, FRHI Hotels & Resorts – the owner of the Fairmont, Raffles and Swissotel brands – is launching Neqta Hotels to appeal to China’s fast-growing, tech-savvy millennial travellers. The first property for the brand is open in Shanghai’s Xuhui District and a second state-of-the-art hotel is expected to debut soon in Nanjing.


Modern amenities and contemporary design, paired with warm and efficient service will be hallmarks of the brand. The design DNA of the hotels will incorporate open and stylish lobbies that serve as social hubs, with dining concepts that take on different personas depending on the time of day.


Guestrooms will feature ergonomic and uncluttered design, with amenities including comfortable beds, rainforest showers, Bluetooth-enabled LED televisions and complimentary Wi-Fi. Business travelers will also enjoy a 1-stop arrival service catering to their individual needs and access to a selection of small, flexible and smart meeting areas.


Neqta Hotels will be marketed separately from FRHI’s 3 core brands and is expected to quickly gain a presence in China’s leading cities, leveraging on the mixed-use developments of parent Jiangsu Golden Land Group.


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Tru by Hilton – Filling a Void in North America

Targeting the millennial traveller as well, Hilton Worldwide’s new Tru by Hilton brand is envisaged as a forward-thinking midscale brand focused on operational efficiency and thoughtful innovation. Comprising newbuilds and conversion properties, the company already boasts 102 signings and an additional 30 hotels in various stages of approval in cities including Atlanta, Dallas, Houston, Chicago, Denver, Portland and Nashville.


The Hive is Tru by Hilton’s interpretation of the traditional hotel lobby and will have 4 zones for lounging, eating, working or playing. A centrally-located “Command Center” offers a 24/7 market for snack and drink purchases, as well as a social media wall with real-time content, while the “Play Zone” is equipped with table games, a large-screen television with content by DIRECTV.


Guestrooms will be designed with all-white platform beds, spacious bathrooms and large windows, while amenities include 55-inch flatscreen televisions, complimentary high-speed internet access and a “Build Your Own” breakfast. Guests will also be able to perform mobile check-in, room selection and utilize the Digital Key function via the Hilton HHonors mobile app.


Tru by Hilton becomes the 13th independent yet complementary hotel brand for Hilton Worldwide.


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